End on a high

30th June 2017

One
of the greatest bugbears for restaurant managers can be seeing members of staff
missing the opportunity for positive interaction when bringing the bill to
guests. Sometimes, it can feel as
if staff switch off towards the end of the meal, an error which could prevent a
guest's experience from ending on a high.

In a
recent HGEM survey, 49% of guests reported that a good experience had turned
bad due to poor management of the bill and a frustratingly slow payment
process. So, what can hospitality operators do to avoid this?

Firstly,
staff must be encouraged to consistently keep an eye on guests towards the end
of a meal in order to pick up on any signals that the bill is required. Whether
the guests are a couple on a pre-theatre dinner date, a party enjoying a
business lunch or parents keen to head home before the little ones get bored,
there is little more irritating than finding the staff are nowhere to be found
when you need the bill or having to ask more than once for it.

When it
comes to the payment process, the focus should be on ensuring the process is
speedy and stress free. In order to dissipate any awkward silence, this is the
obvious time for staff to spark up conversation; perhaps mentioning an upcoming
special offer or menu change to encourage a repeat visit or enquiring about any
recommended dishes or wines enjoyed during the meal as well as the experience
as a whole. Time and again, our research shows us that guests find conversations
with staff the most memorable when they are organic and genuine - this is the
ideal time to create an impression of attention and care.

In HGEM
research, guests tell us that service at the point of payment impacts on their
overall enjoyment and one in three guests say that the handling of the bill and
speed of payment are the biggest factors in defining their overall impression
of the guest experience. Restaurants that don't pay attention to this crucial
part of the process could well find that any dissatisfaction is reflected in
the tip. Remember, there's no point in offering a warm welcome if the goodbye
is perfunctory and impersonal.